Advertising signs have been around for much longer than the 20th century. They vary in shape and size and frequently bring joy to customers with their creative flair, humour, and design.
Early Advertisements
In China’s Song Dynasty (960-1127 CE), there is a record of a copper printing plate being used to print posters. This message is one of the earliest examples of brand recognition. The plate contains a message from Jinan Liu’s Fine Needle Shop, promoting their high-quality steel rods and fine-quality needles for home use.
The poster also advised consumers to look for the stone white rabbit outside the shop.
During medieval times, traders frequently utilised trade signs outside their shops to showcase their offerings to the public. In bustling towns with numerous similar businesses, traders would include a symbol or image of an animal for personal identification.
Interestingly, some traders went as far as adding portraits of famous individuals to draw attention.
Pub Signs
Public houses were required by law to have a sign displayed outside, as decreed by King Richard II. Failure to comply meant forfeiting their ale.
Signs in the 16th Century began to increase, creating competition for space in narrow streets. These signs became problematic, posing dangers and causing congestion in popular streets with heavy horse-drawn traffic. Recognising the need for regulation, governments took action. In 1669, a Royal order in France limited the size and projection of signs into the streets. London adopted similar regulations soon after.
This shift led to the prevalence of fixed wall signs and overhanging advertisement signs. Hanging signs were predominantly found outside inns, often painted by famous artists to depict the establishment’s name.
Gas & Electric Signs
The 1790s saw the invention of Lithography, which made it possible to mass-produce posters and announcements. By 1835, travelling circuses were using billboards to advertise their visits to towns and cities. Just 5 years later, P.T. Barnum introduced the first gas-lit advertising display. Theatres, drug stores, and retailers soon followed suit.
Electric signs first emerged in 1882 at the International Electrical Exposition. They proved extremely beneficial for businesses that operated during nighttime, like chemists, brothels, and coffee houses, leading to a rapid rise in popularity.
Neon signs became increasingly popular in the 1920s, and by the 1930s, their versatility and visibility had become a standard feature in the modern world.
20th Century Signs
During the 20th-century advertising revolution, privilege signs started to become more common. You might not have heard of this term before, but you’re probably very familiar with these signs. Manufacturers create privilege signs and give them to retailers for free to promote their products.
These signs endorse products and encourage consumers to look for the advertised brand in the retailer’s store. Coca-Cola, Pepsi, and Brasso are great examples of these signs. They often complemented radio ads and later TV commercials, like the Bisto Kids created by artist Will Owen in 1919, who first appeared in newspaper ads and then on signs, remaining on our TV screens until 1996.